SSON showcases upcycled fashion in Stockholm streets

Last weekend in Stockholm, a new fashion label called SSON held a unique show that highlighted upcycling and sustainable fashion. The runway was not a traditional space but started on a subway platform, moved through the streets of Södermalm, and ended at a local headquarters. The event was livestreamed so people at home could also enjoy the show. SSON was founded in 2024 by Yulia Kjellsson and Ellinor Håkansson. Their goal is to create fashion without harming the environment. Kjellsson wants to show that using existing materials can still produce exciting fashion. The brand focuses on reinterpreting classic wardrobe pieces like pants and coats while emphasizing sustainability. Kjellsson found her passion for fashion later in life. After inheriting her grandmother’s sewing machine, she pursued studies at ESMOD Berlin. Her designs often reflect social themes and the connections people have with their surroundings. One of her recent collections, called Farm, imagines city-dwelling models creating items from reclaimed materials, reflecting a growing interest among millennials in sustainable and country living. The fashion industry is seeing changes as designers seek new ways to present their work. The SSON show, organized with the assistance of Kvartalsrapport, utilized public space creatively. The organizers acknowledged the risks of holding a show outside, such as unpredictable reactions from the public and technical glitches. However, this unpredictability added excitement and authenticity to the experience. Overall, SSON’s successful show demonstrated how a blend of innovation and sustainability can change the fashion landscape. The event captured the spirit of creativity while addressing important social issues.